The Marketing Attractions Podcast

Translating Social Media Trends into Marketing

Social media trends move fast. But not all of them matter for your institution. In this episode, we’re joined by Becky Paxton [https://www.linkedin.com/in/beckypaxton/] from Garden Media Group [https://gardenmediagroup.com/] to break down how to separate fleeting trends from the ones that actually drive visitation, revenue, and long-term relevance. We talk about: * How to identify “sticky” trends that influence real-world behavior—not just viral moments * Ways to turn cultural trends like pet ownership and gaming into programming that brings new audiences through the gate * Why aesthetic trends matter more than ever in a mobile-first world—and how they shape the visitor experience * How to use trends to fill shoulder seasons and create repeat visitation through episodic programming * Why younger audiences are craving expertise—and how institutions can meet that demand If you’re trying to connect with the next generation of visitors without chasing every TikTok trend, this episode offers a practical way to think about what actually works. This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media [https://attend.media/] Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com [https://marketingattractionspodcast.com/]

Spotlight: Madeline Walden, Social Media Manager at Aquarium of the Pacific

Madeline Walden [https://www.linkedin.com/in/madelinejoy/] manages social media for the Aquarium of the Pacific [https://www.aquariumofpacific.org/] — an audience of more than 3.5 million followers across platforms, including 2.8 million on TikTok. In this Spotlight episode, Madeline shares how the Aquarium built a massive global following by blending entertainment with education — and why their TikTok Live strategy eventually evolved into a podcast, Aquarium of the Pod-cific. [https://www.podcific.org/?utm_source=chatgpt.com] We talk about: * How “tricking” audiences into learning builds mission awareness * Why behind-the-scenes animal care content performs so well * Measuring success through real-world guest conversations * Turning TikTok Lives into a long-form podcast * The real lift required to launch and maintain a show * Tools she relies on daily, including Sprout Social [https://sproutsocial.com/] and Repurpose [https://repurpose.io/] Thinking about launching a podcast for your institution? This episode breaks down what it really takes — the time, structure, promotion strategy, and internal buy-in needed to make it work.  This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media [https://attend.media/] Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com [https://marketingattractionspodcast.com/]

Selling More Memberships with Smarter Email Segmentation and Salesforce

Email is the most important channel cultural attractions use to communicate with members and potential members. It drives renewals, upgrades, event awareness, and ongoing engagement. This conversation explores what it looks like to level up email. What would a smarter email plan look like? How would it impact member retention, renewals, and long-term revenue? We’re joined by TJ Christensen [https://www.linkedin.com/in/tj-christensen/], founding partner at Blue Gator [https://www.bluegator.com/], to talk about how connecting ticketing, membership, fundraising, and marketing data inside Salesforce makes more intentional, automated email possible. We cover: * Why disconnected systems lead to outdated email lists and wasted ad spend * How Salesforce enables real-time audience segmentation across email and paid media * A practical breakdown of RFM (recency, frequency, monetary value) for gardens, zoos, aquariums, and museums * How smarter email journeys can unlock six figures in incremental membership revenue * Ways email, CRM data, and paid advertising can work together without constant manual list pulls * Why improving retention by just a few percentage points can dramatically reduce annual “go-get” pressure This episode is especially relevant for marketing leaders who own membership growth but feel limited by their current email tools, CRM setup, or internal data silos. This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media [https://attend.media/] Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com [https://marketingattractionspodcast.com/]

Why Hire an Outside PR Firm for Your Cultural Attraction?

Public relations and paid media may sit on different sides of the marketing umbrella, but they both shape how visitors, donors, and stakeholders perceive your institution. In this episode, we bring in Sharon Dewar, Senior Vice President of Wild Care and Conservation at Public Communications Inc [https://pcipr.com/]. (PCI), to break down how PR actually works inside zoos, aquariums, gardens, and museums - and when it makes sense to bring in outside help. We talk about: * How PR influences long-term reputation, donor confidence, and public trust * Why earned media matters more than ever in an AI-driven search world * What internal teams should evaluate before hiring an external PR partner * How to measure PR impact when success isn’t tied to ticket sales * Classic newsroom “news values” and how to identify stories that land * How in-house PR teams can proactively uncover stories - not wait for submissions * Why owned and earned media must balance social to protect institutional reputation If your team has ever wondered what outside PR support can bring to your cultural attraction, this episode offers a clear, grounded look at how strategic communications can strengthen both mission and marketing. This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media [https://attend.media/] Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com [https://marketingattractionspodcast.com/]

5 Reasons to Pay Micro Influencers

Ticket trades only get you so far. We break down four common approaches to influencer marketing for cultural attractions – media nights, CVB co-ops, big local publishers, and amplified influencer campaigns – and explain why paying creators often drives the best results. We talk about… * How to reach audiences who aren’t already coming by proactively recruiting creators that match growth goals, including bilingual voices. * Why paying creators lets you control the brief, from must-hit talking points to keywords that rank for “things to do in [city].” * How nano and micro creators function as your on-platform video team, delivering Reels and TikToks built for performance. * Storytelling prompts that brand spots can’t do, like dynamic pricing walk-throughs, parking tips, and hidden-gem highlights. * The role of ad codes and usage rights so you can boost creator posts, measure ticket sales, and compare creator vs brand assets. This podcast is produced by Attend Media. Attend helps nonprofit attractions drive visitation through paid media. Download our free guide to media planning for nonprofit attractions at our site - attend.media [https://attend.media/] Interested in being a guest on the show? Visit the podcast's website - MarketingAttractionsPodcast.com [https://marketingattractionspodcast.com/]